CRM Software - Page 39

Essential CRM software buying information

Customer relationship management (CRM) software enables customer interaction, support, and relationship management via features such as contact management, interaction tracking, and lead management.

Sales and marketing professionals in the UK use CRM software to capture and organise customer data, streamline their sales pipelines, and optimise outreach. Industry-specific CRM systems are also available.

Most CRM software solutions on the market are priced on a “per month” basis, and a typical entry-level pricing plan is around $1,292 (approx. 950 GBP) per month. Subscriptions for premium and advanced systems, which include additional features such as unlimited users and advanced reporting, commonly cost about $17,664 per month (approx.12,993 GBP).[1]

If you’re a first-time buyer, begin your software search with your budget, number of users, specific use cases, and necessary integrations in mind. Additionally, consult with stakeholders on a list of critical questions to ask providers to determine if an option fits your needs, such as:

• Which customer management and sales tasks can this system automate?
• How can we use this tool’s dashboards to better visualise and track the movement of leads?
• How easy is it to add customisable fields to internal databases and/or customer-facing pages such as lead capture forms?
• What level of technical support will I get from the CRM provider?
• Does this software use artificial intelligence to deliver personalised customer experiences and/or predict sales? If so, how?
• What level of technical support will I get from the CRM provider?

Pro tip: customer support considerations

Shep Hyken,[2] a customer service thought leader and consultant, says his own CRM buying experience taught him that user-generated content about how to use a system is often just as valuable as vendor-created resources.

“I asked the salesperson how they support customers when they have questions. To my surprise, they told me to use Google. Within seconds, I had video tutorials from not only the company but from other customers who wanted to jump in and show others how they resolved similar issues.

Once I started using the software, I didn't even have to call the company to resolve my questions about the CRM. As a result, I felt really positive about having chosen their product.”

What is a CRM system?

A CRM system enables businesses to manage interactions with current and potential customers. It provides a centralised platform where businesses can store, organise, and access customer data and interactions. It also automates lead management, opportunity tracking, and sales forecasting processes.

CRM software solutions typically provide reporting and analytics capabilities to generate insights into customer behaviour, sales performance, and marketing effectiveness. They are related to contact management systems and are often deployed via the cloud.

Gartner expects the CRM market to reach $200 billion (approx. £147 billion) by 2027, with about 15% growth each year.[3]

Capterra covers 2,013 CRM products—more than any other category of software we cover—with 14,859 reviews published in the past year.[4]

What are the best HR systems available in the UK?

According to our research, Less Annoying CRM is among the best rated in the category with a 4.79 out of 5 rating from over 624 reviews from the past 2 years.[4] Designed for small businesses and solo entrepreneurs, it offers essential features without unnecessary complexity. While it lacks advanced automation and deep integrations, its affordability and simplicity make it a practical, straightforward CRM choice.

These are the main features:

• Contact Database: Users find it easy to access and update contact information, though some desire better sharing options and multi-entity linking.

• Contact Management: Reviewers appreciate centralised contact details, easy access, and integration with Mailchimp, though some find it basic.

• Calendar/Reminder System: Users value Google Calendar sync and timely reminders, though some miss Outlook integration.

• Interaction Tracking: Reviewers highlight easy note-taking and history tracking, though some want more automation and social media integration.

• Lead Management: Users appreciate tracking lead status and importing leads, though some desire more automation and visual tools.

• Sales Pipeline Management: Reviewers value customisable pipelines and tracking, though some find it complex and desire more automation.

How much does CRM software cost?

Most CRM software solutions on the market are priced on a “per month” basis, and a typical entry-level pricing plan is around $1,292 (approx. 950 GBP) per month. Premium and advanced system subscriptions commonly cost about $17,664 (approx.12,993 GBP) per month.[1]

Entry-level CRM systems include the core functionality of contact database, lead management, and interaction tracking.

Premium or advanced products that are priced higher typically include additional features such as unlimited users, advanced reporting, advanced customer and lead tracking, and sales funnel creation.

First-time buyers should be aware that:

• Initial setup, training, and data migration are common upfront costs.
• Maintenance and customer support are common recurring costs.

Most (71%) of the CRM software buyers our advisors spoke to in the last 2 years are budgeting $35 to $105 (approx. £26 to £77) per month.[5]

Free trials are often offered by CRM software providers, and some systems offer free versions.

CRM software features rated by users

All CRM software tools include contact database, interaction tracking, and lead management features, and most share a variety of common features such as task and email management.

Core CRM features

• Contact management: Maintain a centralised database of customers and their contact information. 90% rate this feature as critical or highly important.
• Lead management: Store information about leads and contacts and track them through the sales process. 82% rate this feature as critical or highly important.
• Interaction tracking: Track the interaction history by documenting conversations with customers and contacts. 80% rate this feature as critical or highly important.

Highly rated common CRM features

• Sales pipeline management: Use the pipeline view to visualise, track, and manage the leads in your pipeline. 81% rate this feature as critical or highly important.
• Email management: Integrate with email services such as Gmail and Outlook. 80% rate this feature as critical or highly important.
• Workflow management: Create, design and manage workflows for repetitive tasks. 78% rate this feature as critical or highly important.
• Task management: Create tasks, track their progress status or completion percentage, and view any associated notes or comments. 77% rate this feature as critical or highly important.
• Data import/export: Import and export data to and from software applications. 77% rate this feature as critical or highly important.
• Reporting/analytics: Collect and analyse data to generate reports, track pertinent metrics, and identify trends or patterns. 76% rate this feature as critical or highly important.
• Lead capture: Automatically identify and save contact information for potential customers. 73% rate this feature as critical or highly important.

Top CRM benefits identified by users

Facilitates easier team collaboration: CRM systems give teams a 360-view of tasks and workflows through features like activity dashboards and workflow management.

“It was easy to see what our team was working on, completing or planning to complete.”

–Victoria V., HRIS specialist, newspapers

Empowers sales reps: CRM tools provide sales professionals with powerful analytics capabilities that help them track KPIs and identify opportunities for upselling and cross-selling.

“This transparency helps make informed decisions and prioritise high-impact activities, ultimately driving higher sales.”

–Olu D., CEO, e-learning

Easily integrates with your software ecosystem: CRM systems are easy to integrate with other marketing tools, such as sales, social media, calendar, and email solutions, enabling seamless data sharing between systems.

“The tool is completely customisable and has very advanced marketing integrations within the cloud.”

–Sarah H., media director, marketing and advertising

Enables small-business growth: CRM software is valuable for supporting and growing small businesses, especially all-in-one solutions that can serve as a foundation when companies are just starting.

“I can customise fields, workflows, and dashboards to suit my business needs. Plus, it grows with my business; I can easily scale up and add more features as required.”

–Adnan A., owner, electrical/electronic manufacturing

Common challenges of CRM software identified by users

The learning curve involved with the implementation of CRM software is one of the most common challenges identified by CRM software users. This makes sense, according to sales professional Mike Aldrich[6], who states that one of the biggest obstacles in using CRM software is the time it takes to maintain it.

“You have to put the time in,” he says. “Start your day by logging in and looking at your dashboard so you know which tasks to prioritise. It’ll show your progress toward your monthly, quarterly, or annual sales goals, and which deals you expect to close soon.”

In fact, 28% of UK software buyers rate staff training and acceptance as a top challenge when planning investments in software in general, while 27% report having in-house skills to manage tools as a key challenge.[7] Therefore, first-time buyers should factor in the time it might take to onboard staff to new systems and value vendors that offer ongoing customer support.

Another common challenge identified by CRM system users is difficulty with payment plans. Such users might not be in a pricing tier that’s aligned with the functionality they need, suggests Capterra advisor manager Michael Ziemba.[8] “These systems often have tiered pricing depending on if they’re entry-level or premium. It's really important to get in there and see what functionality you need.”

To set yourself up for success, here are some questions you can ask CRM software vendors:

• Is this software built with small businesses in mind?
• What is the implementation process like?
• How easy is it to integrate this new solution with tools I already have?
• What type of ongoing customer support from the CRM vendor can we expect?
• Are there any user minimums to meet?
• Are there any important features locked behind premium price points?

What is CRM software used for?

We analysed our extensive database of CRM software reviews and found that the most common use cases are:

• Streamlining the sales pipeline: Businesses use CRM systems to organise incoming sales opportunities and prioritise them based on their behaviours and interactions.

• Organising clients and customers: CRM software helps maintain an organised database of client and customer data that can be sorted and grouped to simplify follow-up communications and plan the next actions.

• Optimising email marketing targeting and automation: CRM software can be used to build customer personas and segments for precise targeting, and then automate routine email marketing tasks or more advanced campaign actions.

• Analysing and tracking leads: CRM software users can capture potential leads and track their activities and interactions across touchpoints. They can also review the leads with detailed individual profiles or within a dashboard for a wider view with analytics.

CRM software can be categorised into the following four types:

• Operational CRM software improves a business’s operational efficiency through automation.

• Strategic CRM softwarefocuses on customers and their interactions with a business.

• Analytical CRM software organises and analyses customer data with a focus on metrics such as recurring revenue, top sales accounts, and customer retention rates.

• Collaborative CRM software focuses on sharing customer information among internal teams.

Additionally, many CRM systems are designed to support specific industries:

• Real estate CRM software
• Construction CRM software
• Financial CRM software
• Healthcare CRM software
• Insurance CRM software
• Nonprofit CRM software
• Social CRM software

Who uses CRM software?

Because of its versatility, CRM software is one of the most ubiquitous technologies for customer-facing businesses of all sizes and industries. These systems are typically geared toward one or several of these categories[9]:

• Marketing
• Sales
• Digital commerce
• Customer service and contact centers

The CRM software market also includes providers that cater to specific sectors or industries, such as staffing and recruiting, telecommunications, and nonprofit.

While anyone related to the categories above likely uses a CRM, notes from our advisor calls reveal some of the most common kinds of users over the past year[5]. The top job titles include owners, agents, CEOS, presidents, and brokers. Common industries include consulting (15%), real estate (15%), and insurance (8%). Additionally, most callers are business owners at companies with less than $1 million in annual revenue and small teams—five or fewer employees or software users.

Common CRM integrations

We analysed our extensive reviews database, and based on that, we determined the three software categories that most often integrate with CRM are:

1. Email marketing software: By integrating your CRM with an email marketing tool, you can capture a wealth of client data, such as interaction history and which emails they’ve opened.

2. Website builder software: Connecting your CRM to website builder software lets you collect and analyse customer data in real time, personalise the online experience, and improve customer engagement. It also helps you streamline your sales and marketing efforts by automating tasks such as lead generation and customer follow-ups.

3. Project management software: Integrating your CRM with project management software can help businesses manage projects more effectively, improve communication, and provide a better customer experience.

Recent trends in CRM software

1. UK’s Rapid Embrace of CRM Solutions: The UK is emerging as a dynamic force in CRM adoption, with nearly half (49%) of UK-based businesses implementing new CRM software in the past year. This momentum is set to continue, as one in five (20%) UK firms identify CRM software as a top priority for software investment in 2025. This underscores a growing focus on digital transformation and customer-centric strategies.[7]

2. CRM Integration in UK Customer Service: CRM software is now deeply embedded in UK customer service operations, with nearly two thirds (64%) of employees involved in customer support using CRM tools during customer calls. This widespread adoption reflects a strategic shift toward leveraging technology to enhance service quality and efficiency, enabling staff to access vital customer information and deliver more personalised, responsive support experiences.[10]

Learn more about how CRM software can help your business

• Customer experience pros reveal top do’s and don’ts to boost digital sales
• From call centre software to chatbots: 5 tips for businesses planning their customer service strategies
• AI in call centre software: How are customer service teams leveraging these tools?

Sources

1. Capterra software pricing data: Only products with publicly available pricing information and qualified software products within the category, as of the production date are included in the pricing analysis. Currency conversions are based on the rate of the day of publication and may differ from current currency rates. Read the complete methodology.
2. Shep Hyken, LinkedIn
3. Forecast Analysis: Customer Experience and Relationship Management, Worldwide, Gartner
4. Capterra reviews data: Capterra reviews are collected from verified users for individual software products. This report analysed reviews from the past 2 years as of the production date. Number of products refers to our complete catalogue. Read the complete methodology.
5. Capterra advisor call notes: Findings are based on data from telephonic conversations that Capterra’s advisor team had with small-to-midsize businesses seeking CRM tools. For this report, we analysed phone interactions from the past 1 year as of the production date. Read the complete methodology.
6. Mike Aldrich, LinkedIn
7. and [a]. Capterra’s 2025 Tech Trends Survey: The 2025 Tech Trends Survey was conducted in August 2024 to understand the timeline, organisational challenges, adoption & budget, vendor research behaviours, ROI expectations, and satisfaction levels for software buyers.
8. Michael Ziemba, LinkedIn
9. Quick Answer: Why Isn’t There a Universal Magic Quadrant for CRM?, Gartner
10. Capterra's 2024 Customer Service Technology Survey was conducted online in May 2024 to explore how emerging call centre technologies enable brands to deliver exceptional customer experiences.